Broadcasters commission TV marketing study from TIP

The Ingram Partnership has been appointed by a consortium of commercial TV broadcasters, which includes ITV, Channel 4 and five, to develop a way of marketing television as a medium.

The appointment marks the first time the broadcasters have reached a consensus about marketing the medium.

TIP will conduct a research study among a cross-section of key customers including clients, media and creative agencies and media consultants.

The broadcaster consortium claims this will give them the opportunity to help shape the way TV is marketed in the future.

Previous attempts at developing a coherent message have been thwarted by infighting - ITV attempted its own effort, called TV Matters, two years ago in London. The following year all of the broadcasters appeared on the same platform in Bath although again there was no coherent marketing message.

Andy Barnes, the sales director at Channel 4, said: "Getting all the television broadcasters to agree on a course of action has been a long time coming but now that it has happened we are sure that it will be worth the wait. We are all very excited at the views and thoughts Chris Ingram and Andy Tilley at TIP have already provided us with in helping determine what all our customers would like to see from us. We are all looking forward to developing these further with them."

The television broadcasters participating in the project are ITV, Channel 4, five, GMTV, ids, Sky Media, Viacom Brand Solutions and Turner Broadcasting.

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